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Are You Getting 'Juicy Feedback'?
By: Brian Keller
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From The Digital Bailey Labs @ Marcus Bailey World Wide, A Global Communications Company

Shelia Tookay: (World Wide Account Supervisor) “Call UX. Call UI.”

Trent _6: (UX/UI Creative Sherriff) “They’re basically the same department.”

Shelia Tookay: “Then get them involved with initial research, set up usability tests, build HTML/CSS prototypes, start coding up pages, and put pressure on those designers and engineers. We need a new mobile app, yesterday. It has to be so addictive that people will eventually ruin their lives. Don’t say that to people just make it happen.”

Trent_6: “You want ‘juicy feedback’ from a consuming user experience. You want a level climbing in Peggle experience, n'es pas?”

Shelia Tookay: “Peggle I love Peggle. Clear those orange pegs. Damn those orange pegs. They’re like Angry Birds but soulless. Get me some of that ‘juicy feedback.’ What is ‘juicy feedback?’ However juicy and whatever this feedback is, I need at least 40% sticky.”

Trent_6: “It came from game makers who build an instinctive ‘gut’ experience into their work. For example, the app ‘Path’ is like that. It uses a pop-out navigation that you want to keep tapping just for that cool contact. Juicy feedback elicits a gut-level and gratifying response. We need a visceral design.”

Shelia Tookay: “Path, I love Path. My life is better now that I have Path. I have Everloop and Togetherville too. My husband and I have cut our parenting time in half and the kids are less on edge and we’ve been able to limit their ‘meds.’ I’m not so hung up on Peggle. Why visceral?”

Trent_6: “Visceral designs, I believe, will help you make the emotional connection you want with your user. A very high aesthetic design may not have enough guts to do that.”   

Shelia Tookay: “Emotional. That’s what we need. Addictive.”

Trent_6: “Yes, Visceral design makes people come back.”

Shelia Tookay: “Explain it to me. We have to have this app out now. They just did their IPO; they have tons of cash.”

Trent_6:  “It’s been explained as the satisfying feeling we get when potential energy is converted to kinetic energy. That point where we release energy from a design in a way that creates surprise, delight, or simply a response that satisfies our desire to engage, manipulate, and shape our experience.’” 

(Trent_6): “We become part of a real experience. Remember the early bubble wrap?”

Shelia Tookay: “I loved bubble wrap. I love to smash up all that stuff in Angry Birds or Peggle. I love Peggle. Good. Go copy everything everyone has said and shape our original experience.”

Trent_6: “This will be an interesting UI challenge, too. We should have all take a look at ‘Microinteractions’ and create a great User Interface and a great User Illusion, too.”

Shelia Tookay: “Microinteractions? Okay, that sounds small. I approve a budget for a microinteractions department.”

Trent_6: Microinteractions is a book by Dan Saffer. He says: The difference between a good product and a great one are its details: the microinteractions that make up the small moments inside and around features. How do you turn mute on? How do you know you have a new email message? How can you change a setting? All these little moments—which are typically not on any feature list and often ignored—can change a product from one that is tolerated to one that’s beloved.’”

(Trent_6): “Following simple principles, we can take this app and mold it to function in a manner that users will love. Our job is to take concepts and simplify them. Every app needs to be ‘figured out’ almost immediately.”

Shelia Tookay: “Like Peggle. Microinteractions: It’s not a department?”

Trent_6: “It’s a design way of life. It’s not overlooking the small things in design that make the big things happen.”

Shelia Tookay: “You get micro. You get visceral. I get users. I get repeat users.”

Trent_6: “We’ll get users to come back. It will be plus value. Our engineers and designers will create the app that engages users and attaches them to our brand. Can I see the brief on the brand, the app, and the advertising?”
Shelia Tookay: “The client is Illustrated Retro Brands. They’re creating digital bicycles. They let the user recreate actual bike riding experiences. It’s targeted to ‘Boomers’ who remember their bikes with emotion. You can build any bike you want and even drive it to the candy store. They make different bike noises, too. This is the best of data and demographics.”
Trent_6: “So, it’s an exercise app for a bike. It’s a low-impact cardio exercise? It’s like Expresso Bikes but in an app. That’s a great idea. I’d love to work on this.”
Shelia Tookay: “You don’t exercise with it, you watch it and think about when you actually rode bikes. You don’t have to go out. We’re partnering with Facebook. Facebook shows us that the majority of ‘Boomers’ are committed to taking pictures of their meals and joining groups dedicated to their old neighborhoods. They’ll love this. They’ll have virtual picnics in their virtual old neighborhoods and ride their virtual bikes anywhere they want. Next Illustrated Retro Brands is doing a Play-Doh app, and you don’t have to touch anything sticky. I like sticky, but it has to be digitally sticky."
Ad agencies, creative labs, designers, engineers, etc. create apps every day. If you look closely at every great app and every great user experience, its genesis is usually based on a very simple idea that people connect with. A great app is like your first bike. It’s easy to use, creates an emotional connection, and you never forget how to “ride” it.  

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About the Author
Brian Keller is the Creative Director at teeny agency in Baltimore. He graduated from the University of Maryland (English), went to grad school at NYU (Cinema Studies), & attends University of Baltimore School of Law.

Brian's been working primarily in the digital space for years but enjoys all communications avenues.

He has built the creative departments at two agencies.

He likes skateboarding with his son. He also falls off his skateboard and amuses his son. When not amusing his son or riding bikes or playing basketball or working he writes for Beyond Madison Avenue & that's why Beyond Madison Avenue appears twice in this sentence.

Find him online here and at www.teenyagency.com.
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